75% of Portuguese men use beauty products

Beauty products already attract a large percentage of the national male population, but there is still plenty of room for growth in this market. The conclusion is a study by L & # 39; Oral Portugal, which reveals that 75% of Portuguese men use cosmetics, but 64% still use unisex ranges.

"This study reveals that Portuguese men are increasingly enjoying their image and are looking for beauty products to feel good about themselves," he says. in a statement Cátia Martins, CEO of L & # 39; Oréal Portugal.

With 89% of men playing an active role in the choice and purchase of products, the study reveals that it is in supermarkets that men buy the most (male exclusive products and / or unisex), but it is in perfume shops

According to L'Oréal, it is estimated that exclusively male brands represent 10% of the beauty market, but currently more than half of men ( 64%) are women. bet again on the unisex ranges. When it comes time to buy hygiene and beauty products, the study reveals that 47% of Portuguese inquire about the place of purchase, 24% ask for recommendations to their friends and their loved ones and 23% search the Internet. The Portuguese are, in addition, very loyal to brands: 39% still buy the same thing and 55% have a usual brand, but they change occasionally, reveals the study.

In this study, the beauty brand analyzed male consumption in two categories: beauty (facial care products, body care products, hair care products [barbe, coloration et maquillage]) and hygiene (deodorant, shower gel, products shaving and perfumes). One of the conclusions of L'Oréal Portugal is that the consumer of cosmetics has a younger profile (63% under 44), while the users of hygiene products are more elderly (48% are over 45).

Revealing being "very cautious with appearance", it is to the hair that men between 18 and 30 years old give more importance (58%), being followed by items like teeth (56%), clothing (53%), and beard (48%). The use of perfumes (22.5%) and creams (17.2%) is one of the measures used by Portuguese men to improve their appearance after a healthy diet and exercise.

the growing importance of the beard, especially among younger men: 68.4% of men use or have used the beard in recent months and 27% use specific products to treat the beard.

Specialized in aesthetic care, Groupe L & # 39; Oréal has in its portfolio products for men of various brands, namely the innovative brand of grooming House 99, the Biotherm Homme and the range of products Kiehl's Men's Since 1851.